Based On The Research Of TV Advertising Language

Based on the research of TV Advertising Language, the thesis come to a conclusion that:First, homophones replace in the TV Advertising Language is a common phenomenon. Words'actual meaning often covers a wider range than conceptual meaning. The principle of how to use the commendatory and derogatory terms in our daily communication is not the same as it does in the TV advertising language. Besides, some new changes have happened on language forms, like splitting a word or adding something in a usual expression.Second, we can use some new figures of speech when doing advertisement in future, for example, the figure of Hidden Words and the figure of LianBian.Metaphor is not just a figure of speech. In essence, metaphor is a kind of thinking, and it has embedded in every aspect of our daily life. Therefore, we can use the metaphor to help us understanding the information in advertisement. At the same time, advertising designers can also use the metaphor to improve connotations of advertisement.